Dun & Bradstreet Corp. (NYSE: DNB) has acquired sales data provider Avention for $150 million. The deal expands the buyer’s sales acceleration business that includes Hoover’s, NetProspex and Strategic Alliance.

Avention, based in Concord, Massachussets, is known for its OneSource product that offers sales professionals marketing data including: business profiles, topic interests, and contacts. The target generated about $60 million in revenue in 2016.

D&B, located in Short Hills, New Jersey, is a marketing data and analytics provider that is designed to help businesses gain customers. D&B estimates the sales data industry is fragmented and has the potential to reach $10 billion. In 2016, one of the D&B’s competitors, Salesforce.com Inc. (NYSE: CRM), bought Demandware, in a move to take advantage of increased spending in digital commerce software.

“We will continue to explore smart, tuck-in acquisitions that, combined with disciplined execution, will help us to further expand our leadership in this category as well as other areas of our business,” says D&B CEO Bon Carrigan.

Demand for data providers has been rising. Blackstone Group LP (NYSE: BX) and New Mountain Capital invested in JDA Software Group Inc.; The Carlyle Group LP (Nasdaq: CG) acquired consumer data provider Claritas; Deluxe Corp. (NYSE: DLX) purchased First Manhattan Consulting Group LLC.

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